An advertisement slogan has a high impact on how people see and interact with the product or service it describes, and it has the power to influence consumers’ behavior, according to a study conducted by Brand Marketing Research.
The study, which examined more than 20,000 advertisements, was commissioned by advertising agency BKG and focused on which advertising slogans were most effective at generating buzz.
The study found that the top five ad slogans for marketers were “It’s Always Sunny in Philadelphia,” “The Real Housewives of Beverly Hills,” “Hang on, Don’t Panic,” “Love Actually” and “We’re Just Kids.”
“We know the power of slogans,” says Gopinath Srivastava, an associate professor of marketing at the University of Michigan.
“They have a big impact on the way people think about their brands.”
The top five slogans are also effective at driving consumers to the products advertised, the study found.
“If it’s a good idea, they will buy it,” says Srivayak, adding that it also makes people feel more comfortable with a product or product category.
The top four advertising slogans for brands are “Beefs” and “[Beef] is good,” says Praveen Khanna, an assistant professor of advertising at the American University of Beirut.
“People like to eat and it is good for them.”
Srivayk adds that if a product has a negative connotation, people will avoid purchasing it, as opposed to a positive one.
The top four slogan for brands is “Good news!” says Srikanth Chatterjee, an adjunct professor of management at Georgetown University.
“We know that a positive message is better than a negative message,” he adds.
Srivak points out that the study shows that people react to advertisements that they perceive to be positive, not negative.
The researchers said that it is important to understand that when consumers are faced with a negative advertising campaign, they tend to not take it seriously.
They may feel embarrassed about their choices, or they may even feel that it was not sincere.
The researchers concluded that it’s important to be aware of the effects of advertising slogans.
For example, the top two slogans, “Beep-beep-boop!” and “The more you know, the better,” are both used to boost consumer confidence.
They can be used to communicate to the consumer that something is special, but the slogan itself has no specific meaning.
Srikanth also points out the importance of not letting a slogan affect your decision to purchase a product.
“It is better to trust your gut,” he says.
“It is very important to not think of the ad slogan as the reason why you should purchase the product,” Srivak says.
“You need to trust the people behind the ad.”